Rebranding: the strategy of transforming brands.

Rebranding is an essential process for companies seeking to revitalize their image and connection with their consumers. Whether due to market changes, brand evolution, or the need to differentiate from competitors, rebranding offers an opportunity to redefine the visual identity, values, and positioning of the company/brand.

Recently in 2023, I led the Rebranding process of the VIPI brand; a leading Brazilian brand in its segment that was acquired in 2016 by a major group and since then had not made significant strategic moves regarding its market positioning. In this article, I will address the concept of rebranding and present models to help you conduct this process effectively.

But after all, what is Rebranding?

Rebranding is the process of altering the visual identity, message, and/or positioning of a brand. It can involve subtle changes or a complete transformation, depending on the needs and goals of the company. The aim of rebranding is to improve brand perception, strengthen customer relationships, and drive business growth. The complexity of this work is that it touches the company horizontally, and it is important to ensure that everyone is engaged in this process.

If you are facing a project like this, my experience tells me that it is necessary to map three different models, the first related to Research; the second related to Strategy, and the third to Implementation and Results Tracking.

A) Modeling Research and Analysis

Internal and External Analysis: Conduct a detailed analysis of the brand's strengths and weaknesses, as well as market opportunities and threats.

Market Research: Collect qualitative and quantitative data to understand customer perceptions, competition, and market trends.

Stakeholder Analysis: Identify and involve key stakeholders, including employees, customers, partners, and investors, to gain valuable insights.

Here's a comment; you don't need to invest a large budget in market research and bring in a truckload of information that might eventually distract you, but it is essential that you dedicate time to this phase of rebranding modeling. Put energy into understanding what is relevant from the consumer's point of view; assess the risk of not making the change; listen to the company's leadership; hold small meetings with clients and listen; be very careful not to "sell" what you are trying to do and try to extract from all analysis fronts what is necessary and must be done.

Referring to my last project, in the case of VIPI, after a deep design thinking session with the company's leadership, we moved on to research with customers, suppliers, and employees, with this analysis being conducted by a third-party agency, outside the panorama and free of bias. This was important to bring clarity about the objectives we should pursue.

B) Modeling Strategy and Positioning

Goal Setting: Establish clear and measurable goals for rebranding, aligned with the company's vision and mission.

Brand Positioning: Reflect on the desired brand identity and how it differentiates itself from the competition. Develop a unique and relevant value proposition.

Visual Identity and Message: Create a new visual identity that conveys the brand's essence. This may include a new logo, color palette, typography, and visual style. Additionally, develop a cohesive and authentic message that resonates with the target audience.

The value proposition and positioning in my view must always be connected to the purpose because if the purpose is true, people and consumers will "buy." Write down the objectives, ensure they are clear to all stakeholders.

Again, using the VIPI case to illustrate the topic. The logo was worked on, but the positioning message we employed was "Every day, a new Smile," which automatically connected to the brand's purpose in its teeth portfolio; from the factory worker to the dentist and prosthetic technicians, the message worked because it sent a clear message to its interlocutor.

C) Modeling Implementation and Results

Communication Plan: Develop a comprehensive communication plan to launch rebranding and engage stakeholders. This may include social media, advertising, public relations, launch events, and packaging changes.

Internal Training and Engagement: Ensure that employees understand and support the new brand positioning and identity. Provide training and necessary resources to ensure a smooth transition.

Monitoring and Feedback: Establish key metrics to assess the success of rebranding, such as increased brand awareness, customer engagement, and sales growth. Collect continuous feedback from customers and adjust the strategy as necessary.

It may seem trivial, but building your communication plan on top of the Marketing "Ps" concept is always, in my view, a path that leaves nothing out. Changing a logo, changing the website, the Instagram page; that's easy, but having a plan that effectively conveys the message and brings engagement demands care and attention to detail.

Using VIPI to illustrate the topic, in the case of communication, we took care to speak to the distribution channel before formalizing the message to the public, and this was a learning experience in this project because being a B2B-based business, communicating with this audience beforehand was vital for the reception to occur naturally.

Finally, rebranding is a powerful tool to revitalize a brand and drive business growth. I emphasize that by following structured models, companies and brands can conduct the rebranding process effectively, ensuring a smooth and impactful transition to a new brand identity and positioning.

*A special thanks to everyone at Agency 6P and to Fábio Yukimitsu Domingues, leaders who were fundamental in the rebranding project of the VIPI brand.